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Case Study: Establishing Brand Messaging, Trust, and Online Credibility in the Trades
Alpha Digital Productions
Content that Establishes Brand Messaging, Trust, and Online Credibility
Midwest Heating and Cooling: Responding with Urgency Campaign
Background
The Heating and Cooling industry is one that is extremely competitive on a local level. The industry also has a reputation for not following through and even providing illegitimate services in order to upcharge customers. Scams have been reported of replacing parts that do no need to be replaced, bait and switch tactics, to even stating refrigerants needs to be recharged. However just because some companies chose to practice untrustworthy behavior, there are still quality HVAC companies out there. The question is how does a company stand out and build trust and credibility with customers online?
Who Is Midwest Heating and Cooling?
Midwest Heating & Cooling was founded by Brad Spaugh and Leslie Owens in Waterford, Wisconsin. Brad and Leslie have over 15 years of experience in the heating and cooling industry. Throughout their time in the HVAC industry, the founders had the honor and privilege of working with some of the nation’s top HVAC companies, coaches, and trainers. After teaming up four years ago, Brad and Leslie decided to take the plunge, and Midwest Heating & Cooling was born. It is through these experiences that they envisioned a company that would actually fulfill what other companies promise but rarely deliver: providing professional, affordable, and trusted HVAC solutions and services for your home and business.
The Challenge:
Midwest Heating and Cooling’s core values are Honesty, Integrity, and Reliability. They had successfully built a quality team and cultivated these values with current clients. The challenge they faced was creating content that established and communicated the same trust and credibility online that they provided face to face. The primary focus they were looking to establish was their necessity to respond urgently to customers’ needs, and their genuine care to provide honest quality services.
The Goal
Our goal was to cultivate and design messaging that brings to life the same quality in person experience they provide customers onto their website. After speaking with their team, it was decided to emphasize what makes them different from other HVAC companies. What differentiated them was their passion to urgently and honestly serve clients 24/7.
Video Marketing and Content Strategy
Our plan was to create a mix of storytelling ad content, paired with interviews of the owner and employees. We were aiming to create authentic storytelling content and put faces behind the company. Ultimately, we wrote content plans for video marketing strategies that gave customers chills and communicated Midwest Heating and Cooling’s passion for urgent and trustworthy responsiveness to all customers HVAC needs.
Content Created
• Online ads- Responding with Urgency
• About us- The Teams Values
• Short Form- There When You Need Us
Video Content and Results
TV and Social Media Ad- Responding with Urgency Ad
Midwest was looking to distribute ad content across media platforms. This included streaming platforms like Hulu, as well as multiple social networks. However, we did not want to create a “traditional heating and cooling ad.” Midwest Heating and Cooling takes pride in their ability to urgently respond to customers and we wanted to tell that story.
Therefore, we wrote a script that captured what customers can expect when calling Midwest Heating and Cooling. The expectation is someone answering the phone, urgently responding, and arriving promptly to help when an unexpected heating or air conditioning emergency occurs.
Result
• Nearly 200,000 views in the first month
• 74% watch completion rate. (Industry average is 33%)
About Us- Our Teams Values
No one knows their own business better than themselves. That is why we wanted Midwest Heating and Cooling to touch on how building trust and providing honest quality service is important. We set up an interview with the owner and employees. No responses were scripted. What they said is truly how they feel. The content showcased the commitment to the honest service they provide customers every day.
Result
Authentic insight into who they are as a company and what you can expect when working with Midwest heating and cooling. What you can expect is urgent and honest service.
Short Form Content- There When You Need Us
It would not be an Alpha Digital Pro shoot if fun content for social media was not involved. Midwest is known for quick responses when receiving calls and dispatching technicians. Therefore, we came up short form content to quickly communicate their reliability and urgent service.
Focused on the Future
These are just three pieces of content that have been completed. The strategy is developing as we receive feedback and content metrics. Additional content is currently in the works. Midwest Heating and Cooling has even launched a new website to have a better user experience and effectively communicate what differentiates them.
While the strategy of how content is created is always changing, the goal remains the same for Midwest Heating and Cooling. The goal of setting the standard for honesty, integrity and reliability when it comes to an industry fighting for the trust of customers. They have completed this in person and now continue to strive to provide that vision online. Expect more content soon.
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Branded website content is not prioritized as much as web design and other online applications. The value and the effectiveness of website content are also very important to think through. When you combine all of the elements of design, development, and content, along with a powerful branded marketing mix, you can create a profitable website that draws in visitors and converts them to loyal customers as well as your greatest marketers. Get started today with our help at www.alphadigitalpro.com.
